Asset Strategy and Investment /
Branding and Positioning /
Commercial Strategy /
Insight Generation /
Lifecycle Management /
Market Access Strategy /
Market Landscapes /
Patient Journeys /
Pricing /
Value Story Development /
Workshops and Brainstorming /
Case Study: Pricing and contracting for a novel therapy launching into an existing respiratory category portfolio
Problem
Our client was interested in optimizing their pricing strategy and inform their 5-year forecast for a significant respiratory launch. They needed to consider the implications of changes in stakeholders’ expectations in an increasingly competitive and changing environment
Solution
- Structured 2-phase project in close collaboration with client:
- Phase 1: Explored potential strategies through primary research with key stakeholders (qual/quant studies)
- Linked Choice methodology assessed the impact of pricing dynamics by integrating interdependencies of all involved stakeholders (e.g., physicians, patients, and payers)
- MaxDiff exercise assessed the most important contracting elements for payers
- Phase 2: Finalized lead strategy through primary research and revenue optimization model
Outcome
- Evaluated pricing decisions in terms of the final impact on the products’ patient share using a price/volume optimization
- Provided physician-, patient- and payer- validated price sensitivities as well as further understanding of the differences in the level of influence that these stakeholders have on product prescribing